The Sun Targets Youth with 'Lock Stock' Tie-Up

The Sun Targets Youth with 'Lock Stock' Tie-Up

Article excerpt

The Sun has signed a [pounds]500,000 deal with Channel 4 to sponsor its new gangland series, Lock Stock. It is the newspaper's biggest sponsorship deal with the channel to date.

The new series, inspired by Guy Ritchie's hit film Lock, Stock and Two Smoking Barrels, focuses on four young men who own an East End pub called The Lock, where they become involved in a series of scams and scrapes.

According to Sun media manager Roland Agambar, the sponsorship provides an ideal opportunity to build The Sun brand among young, upmarket male viewers by linking the title with a controversial British-made youth TV series.

Sponsorship credits by Sponsorvision, which negotiated the deal, build on the associations with the film by featuring an East End newspaper vendor setting up his stall in the style of the movie's action series.

The Sun will sponsor a two-hour special of the programme, starting on May 29 at 9pm, followed by six one-hour programmes. Sun branding will also feature in programme trailers. …